SITUATION ANALYSIS: (Where are we now?)
Situation analysis is goal performance which utilises the 5s’s: Sell, Serve, Sizzle, Speak and Save. It is customer insight as well as SWOT analysis, brand perceptions and internal capabilities and resources.
OBJECTIVES: (Where do we want to be?)
Your objectives are your sales and market share, customer services, stickiness and wow factor, dialogue and quantified efficiency gains.
STRATEGY: (How do we get there?)
- Segmentation, Targeting and Positioning
- OVP (Online Value Perception)
- Sequence (credibility before visibility)
TACTICS: (How exactly do we get there?)
Tactics involve a mix of e-marketing:
- The Communications Mix
- Social Networking
- What happens when
ACTION: (The detail of Tactics)
Who does what, and when. External vs. Internal and Systems & Processes.
CONTROL: (How do we monitor Performance?)
We monitor performance by using:
- The 5s’s: Sell, serve, sizzle, speak and save.
- Customer Service Surveys
- Usability Testing/Mystery Shopping
- Site visitor Profiling
- Frequency of Reporting
- Process of reporting and actions
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